Siegel+Gale’s research, developed in conjunction with SAP and Shift Thinking, and published in Harvard Business Review, suggests that digital brands operate and think differently from traditional brands. To explore this difference in mindset, this survey of 5,000 U.S. consumers asked them about 50 brands, both traditional and digital.
As AI begins to shape our daily lives, brands must consider how they shift their behaviors and interactions to meet customers’ evolving expectations. We’re seeing misconceptions about how and when brands should experiment with AI, and what else the AI trend will usher in. Brands will need to think beyond creating experiences they want people to adhere to and start thinking about creating behaviors they want people to adopt.
Way upstream–near the original inspiration for any company, product, or project–founders quickly realize that they need a name. Otherwise, how do you tell your friends what you’re working on? Naming takes more than a creative mind, a fluent voice, and a critical eye. Success requires the right perspective from the outset and proper procedures throughout.
In honor of International Women’s Day, Siegel+Gale convened panels in New York, San Francisco and Los Angeles of exceptional female marketing executives. In the empowering panel discussions that followed, we focused on the challenges of brand building and navigating leadership in 2018. Below we captured Tweetable moments from these conversations.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Leesa Wytock, senior director of experience, about our engagement with HMH.
When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Aaron Hall, director of naming, about our naming engagement with nonprofit agency Russ Reid & Grizzard.
Mergers and acquisitions are big business. With a record 3.2 trillion in M&A expected in 2018*, it’s not surprising that companies devote most of their attention and resources to the financial, operational and logistical components of a merger or acquisition. Focusing on the implications of how the merger or acquisition will affect the brand is less tangible, and therefore often put on the back burner or just plain neglected. Ultimately, that can be a costly mistake.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Alicia Tillman, CMO at SAP.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Matthias Mencke, group creative director in L.A., on the strategy he employed when redesigning the Recording Academy’s visual identity.
Few marketers would question the value of a strong brand. But assessing the financial contribution of brand has remained elusive. As the idea of brand moves from words and pictures to the totality of a customer’s experience, making brand ROI tangible is critical for CMOs.